Hot pie brand Pukka Pies has announced its first-ever brand relaunch, supported by £8 million in marketing activity.

The campaign is the company’s biggest-ever marketing investment and includes a complete renovation of its pies, new packaging and prime television advertising. Its target audience will be busy mums – promoting pies as a convenient and tasty evening meal.

Capitalising on the idea that pies are a comfort food, the campaign will centre on the strapline ‘Everything’s Pukka’.

Kicking off tomorrow, Wednesday 1 February, the reinvention will see Pukka’s best-selling All-Steak Pie undergo a complete recipe renovation. It will now contain chunkier cuts of meat, complemented with a richer and darker gravy. A 30-second TV commercial will be aired on channels including ITV, Channel 4, Sky 1, Sky 2 and Sky Living.

Pukka heavily invested in product development and customer testing as part of the rejuvenation. Following on from research, the new recipe significantly out-scored that of current Pukka Pies products.

“We know our customers love the feel-good comfort that comes with a delicious warming pie so, following very positive independent taste-tests of our New Best-Ever range, we’re looking forward to seeing how they go down with the public,” said Rachael Bouch, CEO of Pukka Pies.

“A Pukka Pie is comforting, good-mood family food and we’re hoping the new campaign resonates too, illustrating that whatever life’s ups and downs, ‘Everything’s Pukka’, with one of our heart-warming pies on your plate.”

The relaunch is to be supported by outdoor advertising at over 2,500 stores around the UK. Retail partners will be provided with point-of-sale kits at 400 supermarkets, accompanied with retailer press inserts, trolley media and digital display banners.